“From the negative perspective, people can use our cross-browser tracking to violate users' privacy by providing customized ads,” Yinzhi Cao, the lead researcher who is an assistant professor in the Computer Science and Engineering Department at Lehigh University, told Ars. “Our work makes the scenario even worse, because after the user switches browsers, the ads company can still recognize the user. In order to defeat the privacy violation, we believe that we need to know our enemy well.”